Business-to-business (B2B) marketers who strive to “personalize” content today are doing more than dropping a prospect’s first name into a promotional email. They’re on a serious quest to deliver a relevant message, at an optimal time, through a preferred channel and device. It’s the mantra on the lips of nearly every marketer. But as we all know, it’s a Herculean feat to pull off – especially with a half-hidden customer calling the shots.

Anyone who attempts personalized B2B marketing is pestered by a niggling problem. It requires us to get everything “right,” but what’s “right” is relative to the individual business buyer in question.

So if you’re looking for one “right” way to execute it, good luck. You’re more likely to find a serialized narrative thread for the Mission: Impossible film franchise.